September 20, 2025Open Access

Technology-Driven Agricultural Marketing in Jharkhand Through E-Commerce

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Analysis shows e-commerce improves agricultural marketing in Jharkhand, highlighting barriers like digital literacy and internet access.

E-commerce can enhance market access and income for farmers in Jharkhand, while reducing reliance on middlemen.
Most farmers had smartphone access (72%) and internet access (63.3%), but only 20% demonstrated high digital skills.
Barriers to e-commerce adoption include poor internet connectivity (30%) and lack of awareness (43.3%).
Specific measures like digital literacy training and infrastructure support are essential for fostering technological adoption.

TOPPO et al. (2025) studied this question.

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